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Within a competitiveness perspective, the main purpose of this paper is to investigate and analyze franchise categories and changing profiles and trends of the franchising industry.

Based on data from The Franchising Handbook, the study investigates 1,464 franchisors in 67 franchise categories that encompass 445,314 franchisees. The work uses content analysis in the investigation of franchise categories.

The study finds that franchise categories tend to be diverse regarding their category issues, franchising fees, capital requirements, and category franchisees. The work also provides meaningful implications and future research directions.

The author believes that fast‐growing mid‐sized and newly formed franchisors may need to be included in the survey from the USA and other countries. The study's implications are that the …